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Ad'FMOT
Evaluating how your ads can change shoppers' behavior
You have an advertising concept, or several, in concept board, animatic, press or video form, for example, and you want to measure how well they can improve your (new or existing) product mix's performance in aisles and its purchase appeal.
In short, you want to know how your advertising fits with shoppers' future behavior and identify anything that can be done to improve or rework it.
Through its work in experimental stores, AD'FMOT is the only market research method that can meet these needs while quickly, reliably and confidentially anticipating how advertising impacts product performance, through:
behavioral indicators that predict products' sales performance according to the advertising medium used,
Using AD’FMOT, you can:
Assessing product performance with and without advertising
To assess the product’s in-store visibility and its persuasiveness compared with the competition, in the natural purchasing environment, the sample group is divided into two: half of the sample shops without prior exposure to stimuli, while the other half is shown your ad alongside others with a similar format.
Measuring its visibility
This sequence is run to identify:
Understanding behavioral performance
This sequence is run to
Understanding how much the ad can reinforce product and/or brand image
This section aims to assess how much the ad changes or reinforces the product image in the right direction.
AD’FMOT provides reliable answers to the following questions:
Its ability to make the product more persuasive in the store through a better understanding of the benefits promoted in the ad?
Brand identification;
Level of approval.
Ad'FMOT
Quantitative method for evaluating how advertising impacts sales
Evaluating how your ads can change shoppers' behaviorYou have an advertising concept, or several, in concept board, animatic, press or video form, for example, and you want to measure how well they can improve your (new or existing) product mix's performance in aisles and its purchase appeal.
In short, you want to know how your advertising fits with shoppers' future behavior and identify anything that can be done to improve or rework it.
Through its work in experimental stores, AD'FMOT is the only market research method that can meet these needs while quickly, reliably and confidentially anticipating how advertising impacts product performance, through:
behavioral indicators that predict products' sales performance according to the advertising medium used,
- an assessment of the level of recall and spontaneous perception generated by the ad to understand this behavior,
- an in-depth audit of the ad’s appeal and its ability to strengthen the desired product and brand positioning.
Using AD’FMOT, you can:
- Assess the effectiveness of your ad copy;
- Identify its strengths and weaknesses.
1. Behavior simulation in experimental stores
Assessing product performance with and without advertising
To assess the product’s in-store visibility and its persuasiveness compared with the competition, in the natural purchasing environment, the sample group is divided into two: half of the sample shops without prior exposure to stimuli, while the other half is shown your ad alongside others with a similar format.
2. Prompted and unprompted questions about the ad
Measuring its visibility
This sequence is run to identify:
- the level of prompted and unprompted ad recall;
- points that grab consumers' memories.
3. Assisted analysis of the advert
Understanding behavioral performance
This sequence is run to
- Understand how the ad is interpreted using eye tracking and exposure to rapid-view “tachitoscope” images;
- Assess how much consumers understand and enjoy the ad.
4. Product image
Understanding how much the ad can reinforce product and/or brand image
This section aims to assess how much the ad changes or reinforces the product image in the right direction.
Results
AD’FMOT provides reliable answers to the following questions:
- How much can the ad change shoppers' behavior and encourage them to choose the supported brand?
- What does the behavioral performance caused by the ad mean if we analyze:
Its ability to make the product more persuasive in the store through a better understanding of the benefits promoted in the ad?
- How does the product perform in relation to the following key indicators?
Brand identification;
Level of approval.
The advantages of AD'FMOT
- The only market behavior method that confidentially measures the real impact advertising has on the product‘s sales performance;
- A comprehensive analysis of the advert’s strengths and weaknesses, using traditional recall, identification, approval and image indicators as well as an innovative analysis of the ways in which the advert is unconsciously interpreted;
- A clear identification of areas for improvement to make the ad more effective.